Do Millennials Really Need Their Own Targeted Line of High Tech Skin Care? Beauty Companies Think So

Women in their twenties are pretty savvy about beauty these days. Blame HiDef, crystal clear pictures on TV, zoomed-in hi-res photos on the red carpet, and, well, the Internet in general, where any Gen Y-er can find a beauty tutorial or a product review in seconds. Young women know and care more about their skin than ever. And beauty companies are taking note.

"Younger women now are realizing the consequences from seeing aging in older generations in their family and they now want to do everything they can to prevent line formation in the future," said Dr. Fredric Brandt, New York City and Miami-based dermatologist, and founder of the Dr. Brandt skin care line. "Everything," even includes injected treatments like Botox.

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Skin-care companies, including Dr. Brandt's, have responded accordingly, launching products specifically formulated for Gen Y skin. Shiseido's Ibuki range and Dr. Brandt's Xtend Your Youth (XYY) line just hit stores this fall. Both lines are packed with some pretty cutting-edge active ingredients focused primarily on prevention and protection (as opposed to correction, which is what older skin usually needs). But does this demographic need their own skin care?

"If you have been careful as a kid, as many people now entering their twenties have—because their parents knew about sun protection—then the only thing you might need is sun protection and not to smoke, not to pick, and not to yo-yo diet," explained Dr. Heidi Waldorf, director of Laser and Cosmetic Dermatology at the Mount Sinai Medical Center in NYC. "But if you've had a lot of sun [exposure] or you've had acne or other skin issues, then certainly it is very reasonable in your twenties to start using things."

Speaking of washing your face, there's been quite a bit written lately about the implications of not washing, such as this horrifying case study reported by the Daily Mail in which a woman decided not to wash her face for an entire month and her skin looked 10 years older at the end of said "study." Dr. Brandt's advice? Don't skip that step.

"[One of the biggest mistakes younger women make] is not cleansing properly which keeps their pores cleaned out and prevents bacteria from leading to inflammation, which is another cause of future aging," Dr. Brandt added.

Dr. Brandt put his money where his mouth is—or actually, where your face is. The Xtend Your Youth line includes three products that range in price from $32 to $59—a face cream, an eye cream, and a cleanser called XYY Dual Fusion Water that had a group of beauty editors oohing and aahing at the launch. It's an antioxidant-loaded liquid cleanser and makeup remover that leaves skin soft and radiant. (My bottle is long gone, and I'm, um, not the intended demographic.) The two creams contain an anti-oxidant blend that provides 12 hours of protection, according to the company.

Shiseido's Ibuki line, which ranges in price from $24 to $45, includes a starter kit, two cleansers, a serum, an eye cream, and three different moisturizers—one of which contains SPF. Botanical extracts in the products help to prevent cell shrinkage, which—according to the company—helps keep skin more resilient and ultimately more healthy-looking. The products have a fresh, clean smell and the Refining Moisturizer is light enough for daily use, even if you tend to the oily side. I was impressed with how well it absorbs.

You could argue that young women can get anti-oxidant and moisturizing products from a variety of brands, which is definitely true, but it's certainly easier when it's packaged up all in one place just for you. After all, it's confusing at the beauty counter, especially when it comes to skin care. Whether or not millennials will use some of their hard-earned cash to pony up for fancy skin care aimed at them remains to be seen, but I'm betting other companies will follow suit.